8 Ways to Run a Promotion

In our previous blog post about promotional programs (“Inspiration for jump-starting your next promotion!”), we discussed some of the overall benefits to running a promotion including attracting new customers, creating brand loyalty, and engaging current customers. Here we share the various types of promotional programs, their key benefits and differentiators, and ways they can be positioned in the marketplace.

1. Sweepstakes
   When most people think of a promotion, they think of sweepstakes, which typically offer a big first prize like an experience package or big-ticket item, often such programs are enhanced with the offering of smaller, secondary prizes. Sweepstakes are likely to receive many entries, so they can be great for engagement and data growth.

2. Contests
   Contests offer a high level of engagement with your brand, especially around the internet and on social media. They give consumers the opportunity to be creative and show off their skills. Contests offer a high level of visibility, but it can be difficult to choose a winner because contests are inherently subjective.

3. Loyalty Programs
   Loyalty programs offer ongoing engagement for consumers. Often such programs work to the advantage of the brand by taking the average consumer and turning them into brand champions. Loyalty programs can be a lot to manage, but it can also be a lot of fun to come up with creative rewards, particularly branded ones that will continue to enhance and promote your brand – even once the program has ended.

4. Games & Instant Wins
   These programs work to entice consumers to make repeat and frequent purchases to obtain game pieces that offer instant win opportunities. Game pieces or instant wins can also be collected and redeemed for immediate prizes or saved with the hope of winning an ultimate prize at the end of the game. One of the most well-known examples of this type of promotion is McDonald’s Monopoly game, also made famous by a scandal that catapulted the game into the spotlight which was turned into a podcast and, later, a multi-part docuseries on HBO.
   
5. Sampling Programs
   Sampling programs are great for connecting with the segment of your audience that has heard of your brand and has considered purchasing but hasn’t quite taken the plunge. Such programs allow your consumers/potential consumers to try your product “risk free,” while providing you the opportunity to collect customer information, allowing your brand to target market to these consumers later.

6. Personalization Program
   Offering the opportunity to personalize your product can be very exciting for consumers. They’ll love sharing their personalized item, spreading awareness of your brand. Bonus, if you offer the personalization on a companion item (like a label or a box), you’ll also increase likelihood of the consumer buying your main product. This type of program not only creates additional brand ambassadors for your product, but it also creates a situation where the consumer is paying the brand a fee (in exchange for a product) to promote the brand. That’s a big win!
   
7. Rebates
   Rebates allow companies to reach price-conscious consumers, while minimizing the impact on overall margins. They can make a great impact on data growth, but also require administrative effort to qualify and fulfill. Research shows the higher the perceived value of the rebate, the higher the likelihood of a consumer following through on submitting the documentation in exchange for the rebate check. According to Consumer Reports, nearly 70% of customers take advantage of rebate programs yearly.

8. Premium
   These less-common promotions pay for themselves by asking that consumers submit a payment for their reward. The payment is typically small, but it covers the per-unit cost of each item as well as freight. Consumers who participate in these programs typically appreciate the certainty of this option.

EPI Marketing Services has been running promotions for globally recognized brands for more than 35 years. Whatever option works best for you, your clients, and your audience, we will create and execute exciting and effective promotions. We offer cost estimating, rule development, data entry, winner selection, secure prize storage and fulfillment. Our range of in-house capabilities also includes premium US-based call center services with highly trained and knowledgeable staff. Our staff becomes an extension of your organization, deeply familiar with your products, culture, and organization, and capable of managing the most critical consumer interactions. We look forward to working with you on your next promotion or on any of your marketing service needs. 

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Contact us today at: 800.562.9733.